Amazon’s biometric scanner for retail, the Amazon One Palm Reader, is moving beyond the e-commerce giant’s own stores. company announced Today it has acquired its initial third-party client with ticketing company AXS, which will implement the Amazon One system at Red Rocks Amphitheater in Denver, Colorado, as an alternative to contactless admission for event-goers.
This is the first time the Amazon One system will be used outside an Amazon-owned retail store, and the first time it will be used for entry into an entertainment venue. Amazon says it expects AXS to roll out the system to more locations in the future, but it gave no details on which or when.
At Red Rocks, guests will be able to associate their AXS Mobile ID with Amazon One at dedicated stations prior to entering the amphitheater, or they can enroll at another station once inside to use the reader at future AXS events. The enrollment process takes approximately one minute and customers can choose to enroll one or both palms. Once set up, ticket holders can access a dedicated entry line for Amazon One users.
“We are proud to work with Amazon to continue to shape the future of ticketing through cutting-edge innovation,” AXS CEO Brian Perez said in a statement. “We are excited to bring Amazon One to our customers and the industry at a time when there is a need for fast, convenient and contactless ticketing solutions. At AXS, we are constantly deploying new technologies to develop safe and smart ticketing offerings that improve the fan experience before, during and after events,” he said.
Amazon’s Palm Reader was Introduced for the first time amid the pandemic In September 2020, as a way for shoppers to pay at Amazon Go convenience stores using their palm. To use this system, customers will first insert their credit card and then move their palm on the device to link their unique Palm Print with their payment mechanism. After setup, customers can enter the store by holding their palm over the biometric scanner for a second or two. Amazon touted the system as a secure, “contactless” means of payment, as customers should not actually touch the reader. (Hopefully, this is the case, given the outbreak of the pandemic.)
On the technical side, Amazon One uses computer vision technology to create the signature of the palm, it said.
In the months that followed, Amazon expanded the biometric system to other Amazon Go convenience stores, the Amazon Go grocery store, and many more stores, including its Amazon Books and Amazon 4-Star stores. This April, it brought the system to select Whole Foods locations. To encourage more sign-ups, Amazon also offered a $10 promotional credit for enrolling your palm prints at its supported stores.
When Palm Print is linked to Amazon accounts, the company is able to collect data from customers’ offline activity to target ads, offers and recommendations over time. And the data remains with Amazon until a customer explicitly deletes it, or if the customer doesn’t use the feature for at least two years.
While the system is an interesting take on contactless payments, Amazon’s track record in this area has raised privacy concerns. The company had previously sold biometric facial recognition services Its facial recognition technology for law enforcement in the US was the subject of a data privacy lawsuit. and found that it is still storing alexa voice data even after users are deleted their audio files.
Amazon has responded by encrypting its palm print images and sending them in the cloud to a secure area built for Amazon One where Amazon generates customers’ palm signatures. It is also noted that it allows customers to cancel enrollment after all transactions have been processed from a device or from its website one.amazon.com.